Alberta’s brand was developed through an extensive consultation and research process including qualitative and quantitative methods, focus groups, and formal and informal discussions. From one-on-one interviews to surveys to stakeholder group discussions, a wide array of tools was used to examine thoughts about Alberta.
It started with a ‘discovery phase’ to learn about existing perceptions of the province. This evolved into in-depth research about creating a forward-looking identity that showcased Alberta. It ended with ‘creative testing’ of newly developed brand visual materials.
Research involved Albertans, Canadians and Americans over a five-month period (September 2008-January 2009).
The first step of developing the brand was the creation of an advisory group, including members of Alberta’s educational institutions, business and economic groups, as well as key tourism representatives. These members provided guidance throughout the entire brand development process, including insights during the course of the research.
Whether through the brand advisory group or more traditional, measured research, there was overwhelming support for the need to develop a brand that made the province shine.
Research participants consistently described citizens’ uniquely ‘Albertan attitude’. Countless times, they named the province’s natural beauty, innovative spirit, can-do attitude and hopes for the future as traits that must symbolize Alberta and be showcased to the world. And there was desire expressed for the need for a common rallying point.
Throughout the process, there was significant support that, despite an economic slowdown, now is the time to promote the province. This is an opportunity to ensure Alberta remains competitive in a global market and continues to be a place of prosperity and pride for all Albertans.
With this information, the creative aspect of the brand was developed and tested. Again, there was strong support that the visual elements accurately portrayed Alberta’s strength, openness and aspirations for the future. Businesses, educational institutions and other organizations expressed their desire to be part of the brand and use it when their ambassadors are promoting Alberta.
This is a brand that, thanks to a thorough and extensive research and consultation process, will showcase the province and its people to the world.